Owned media
is being introduced by many companies as a means for companies to market and communicate with users, in addition to traditional advertising media and customer centers through brick-and-mortar stores and telephone lines.
The market size for specialized owned media production and management is expanding year by year, and many plans are being proposed to companies. When you want to start a new owned media business or want to review it, you should be concerned about cost and effectiveness.
This time, I would like to explain the costs required to build owned media, focusing on the cost-effectiveness.
Costs required to build owned media
The market size of industries related to owned media continues to expand, and the number of specialized companies involved in the production and management of owned media continues to increase.
This time, we will summarize the costs required to build owned media based on the proposals of several representative companies out of the many specialized companies.
General recommendations for producing owned media
The general process for producing owned media, similar to custom-made products in other industries, begins with the production company conducting interviews to find out what the client company is looking for.
The goal of the interviews is to “clarify issues and needs” about what companies want from owned media.
Once the company’s issues and needs have been clarified, we will “set goals and objectives for owned media” and “determine specific targets (personas)” and “concepts and themes” to solve the issues and needs. We will proceed with “site structure, design, and concept creation.”
Once you have the structure, design, and concept of your site in place, you will have your own media to broadcast on the Internet.
Each company proposes various estimates for the initial cost of own media production.
The general approach to producing owned media is almost the same among many owned media specialist companies, but each company has its own unique proposals, such as selling pieces at each stage or providing options.
Prices vary widely, with initial costs ranging from 500,000 yen to 6,000,000 yen for a package that covers the entire process of producing owned media.
There are companies that offer management and maintenance of owned media as a set.
There are various payment methods, such as companies that offer owned media production and subsequent operation and maintenance as a set, and companies that offer it as an option. Operating costs are mostly monthly, but the amount varies widely, ranging from 80,000 yen to 500,000 yen per month, and the company’s proposal will vary depending on the content of the service.
Owned media cost effectiveness
Generally speaking, the cost-effectiveness of owned media does not appear immediately after it starts, but can be measured after one to two years, so it is said that it is not a media that can be expected to produce immediate results. Masu.
Effects vary depending on the purpose of owned media.
The effectiveness of owned media varies depending on the purpose.
There are three goals for launching owned media: “Improving branding to improve a company’s brand image,” “Developing new customers and prospects,” and “Recruiting.”
*If you want to know more about the purpose of owned media
, please refer to What is the goal of owned media?
Please refer to
the company’s objectives
.
The cost-effectiveness of owned media takes about 1 to 2 years.
Within a year after starting owned media, the degree of customer attraction of owned media will be an indicator of its effectiveness.
“Search engine rankings”, “number of page views”, “number of new users”, “number of shares on SNS”, etc. will be indicators to measure effectiveness.
For six months to two years after starting an owned media service, there is a “retention rate” that represents the probability of a user’s return visit, and a “residence time” that represents the average time spent on the owned media. The “number of transitions,” which represents the average number of times a user goes to another page, and the “circulation rate,” which represents the average number of times a user views a page within an owned site, will be indicators for measuring effectiveness.
One to two years after starting owned media, if a sufficient number of users flow in from natural search and SNS, repeat visits increase, and fans can be acquired, then the goal is to launch original owned media. The degree of achievement will be an indicator of effectiveness.
*If you would like to know more about the indicators of owned media effectiveness, please refer to our thorough explanation of
how to set KPIs and proposed measures that will lead to the success of owned media
.
summary
◆General methods for producing owned media include: “hearing”, “clarifying issues and needs”, “setting goals and objectives for owned media”, “specific targets (personas)”, and “determining a concept/theme”. , proceed in the order of “Site structure, design, and concept creation.”
◆Each company proposes various estimates for the initial cost of own media production.
◆The cost-effectiveness of owned media generally does not appear immediately after starting.
◆The effects of owned media vary depending on the purpose
◆The cost-effectiveness of owned media requires a period of about 1 to 2 years.